DIGITAL MARKETING DAN PERILAKU KONSUMEN PANGAN PADA ERA PLATFORM ONLINE: PERAN INFORMASI DAN KOMUNIKASI PEMASARAN
DOI:
https://doi.org/10.61722/jaem.v3i3.12757Keywords:
consumer behavior; digital marketing; food products; information quality; marketing communicationAbstract
The development of digital technology has transformed marketing activities and consumer behavior in obtaining and selecting food products. Online platforms and social media enable businesses to deliver product information more widely, rapidly, and interactively. At the same time, consumers face increasing amounts of information that must be evaluated before making purchasing decisions. This article aims to analyze the role of digital marketing, information quality, and marketing communication in shaping food consumer behavior in the online platform era. The study employs a narrative literature review by integrating the main source material on digital marketing, information, communication, and marketing communication with previous studies on food consumer behavior in digital platforms. The review indicates that digital marketing functions not only as a promotional medium but also as a means of information provision, interaction, education, customer service, and relationship building. Accurate, relevant, complete, timely, and understandable information assists consumers in evaluating food products. Interactive marketing communication contributes to consumer trust, satisfaction, and repurchase tendency. Therefore, digital marketing strategies for food businesses should integrate information quality, two-way communication, customer experience, and consistent use of online platforms.
References
Abdurrahman, N. H. (2015). Manajemen strategi pemasaran. CV Pustaka Setia.
Amsyah, Z. (1977). Manajemen sistem informasi. Gramedia Pustaka Utama.
Elverda, E., Nahdah, T. A., & Hamali, S. (2025). Analysis of factors affecting consumer decision-making in choosing online food delivery in Indonesia. Journal of Consumer Sciences, 10(1), 118–144. https://doi.org/10.29244/jcs.10.1.118-144
Febriansyah, F. (2025). The influence of digital marketing and consumer behavior on consumer purchase interest in online food delivery services with social media marketing as a variables mediation. International Student Conference on Business, Education, Economics, Accounting, and Management, 3(1), 216–233. https://doi.org/10.21009/ISC-BEAM.013.14
Hasibuan, M. S. P. (2014). Organisasi dan motivasi: Dasar peningkatan produktivitas. Bumi Aksara.
Juniarty, H., Supratikno, H., Pramono, R., & Antonio, F. (2025). When mothers click 'order': Unpacking the emotional and rational drivers behind online food shopping in Indonesia. Journal of Information Systems Engineering and Management, 10(49). https://doi.org/10.52783/jisem.v10i49s.9957
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran. Erlangga.
Nugroho, A. P., Khon, N. F., Setiawan, A. D. B., & Pratiwi, A. (2025). Digital experience and reuse intention in online food delivery platforms. Journal of Digital Marketing and Halal Industry, 7(1). https://doi.org/10.21580/jdmhi.2025.7.1.23885
Oktarina, Y., & Abdullah, Y. (2007). Komunikasi dalam perspektif teori dan praktik. Deepublish.
Perangin-Angin, F. A., Simanjuntak, M., & Taryana, A. (2024). Consumer purchasing behavior of online food delivery (OFD) application user. Jurnal Ilmu Keluarga dan Konsumen, 17(2), 169–181. https://doi.org/10.24156/jikk.2024.17.2.169
Perangin-Angin, F. A., Simanjuntak, M., & Taryana, A. (2025). The influence of consumer buying behavior on continuously intention the application of online food delivery (OFD) in Indonesia. Indonesian Journal of Business and Entrepreneurship, 11(2), 442. https://doi.org/10.17358/ijbe.11.2.442
Rachbini, W. (2024). Empirical effects of price, user experience, and peer influence on goal-oriented browsing in Indonesian online food shopping. Jurnal Aplikasi Bisnis dan Manajemen, 10(2), 363. https://doi.org/10.17358/jabm.10.2.363
Sadeli, A. H., Perdana, T., Deliana, Y., & Onggo, B. S. (2023). Consumers’ purchase behavior in short food supply chains using social commerce in Indonesia. Journal of Cleaner Production, 386, 135812. https://doi.org/10.1016/j.jclepro.2022.135812
Soemitro, F., Perkasa, M. I., Arifin, N. M., Wulansari, S., & Julia, T. (2023). Factors affecting customer intention in using online food delivery (OFD) in Indonesia. Journal of Business & Applied Management, 16(1), 39–60.
Warganegara, D. L., & Hendijani, R. B. (2022). Factors that drive actual purchasing of groceries through e-commerce platforms during COVID-19 in Indonesia. Sustainability, 14(6), 3235. https://doi.org/10.3390/su14063235
Yulianti, B. A., & Satya, I. (2021). The influence of e-service quality, food quality, and customer satisfaction through perceived value on behavioral intention in GoFood customers in the DKI Jakarta area. Solution, 19(4), 314–326.
Yusuf, P. M. (2004). Teori dan praktis penelusuran informasi: Information retrieval. Prenada Media Group.
Aulia, N. S., & Kusuma, K. A. (2024). Online strategies drive fast food consumer behavior in pandemic marketing. Indonesian Journal of Law and Economics Review, 19(2). https://doi.org/10.21070/ijler.v19i2.1114
Pratama Nugroho, A., Fauzan, N., Setiawan, A. D. B., & Pratiwi, A. (2025). Digital experience and reuse intention in online food delivery platforms. Journal of Digital Marketing and Halal Industry, 7(1). https://doi.org/10.21580/jdmhi.2025.7.1.23885
Siregar, K. E., Hartoyo, & Nurhayati, P. (2026). Understanding preference and usage intention in online food delivery among Generation Z in Greater Jakarta. Journal of Consumer Sciences, 11(2), 347–369.
